GVC Holdings’ European sports betting subsidiary bwin has launched its multi-million euro, pan-European marketing campaign ‘The Race’, which it has described as ‘a Hollywood-style 90-second car chase to bring to life the excitement and exhilaration of the bwin experience’.

Its new marketing campaign has been developed by international creative agency BBH Sport and will form part of its wider ‘Live the Action’ brand marketing initiative.

‘The Race’ has been directed by Nima Nourizadeh, best known for his feature films Project X and American Ultra starring Jesse Eisenberg, as well directing music videos for stars including Dizzee Rascal, Lily Allen and Mark Ronson.

Adam Lewis, Chief Marketing Officer of bwin, detailed on the campaign launch: “We have huge ambitions for bwin and with this campaign, we have set out to create an action packed interactive experience for our audience that sets us a million miles apart from the rest of the pack. When people think bwin, we want them to think excitement, action, entertainment and exhilaration.

“There is more than a touch of Hollywood about our approach – we want to keep the audience on the edge of their seats and make them part of the excitement. With this campaign being the first of a trilogy running through the next 12 months we are making a big, bold statement that encapsulates our aim to cement bwin as Europe’s leading betting brand.”

Ahead of critical period for European bookmakers with the start of a new football season, bwin marketing detailed that it wanted a ‘full-scope’ marketing campaign across its whole European footprint to support its betting operations.

The Race is a fully integrated TV, cinema, social media, CRM and digital display campaign that will run across bwin’s European footprint. The campaign’s 90-second launch Ad will broadcast for the first time on Saturday 12 August and will be followed up with a 120 second version revealing the winner during the opening games of the UEFA Champions League in September. It represents the first major campaign from bwin since it was acquired by GVC in 2016.

Adam Lewis, Chief Marketing Officer of bwin, commented: “We have huge ambitions for bwin and with this campaign, we have set out to create an action packed interactive experience for our audience that sets us a million miles apart from the rest of the pack. When people think bwin, we want them to think excitement, action, entertainment and exhilaration.

“There is more than a touch of Hollywood about our approach – we want to keep the audience on the edge of their seats and make them part of the excitement. With this campaign being the first of a trilogy running through the next 12 months we are making a big, bold statement that encapsulates our aim to cement bwin as Europe’s leading betting brand.”